The Wine Group’s portfolio spans both branded and private-label wines, and the company has been focused on growing these brands meaningfully in an increasingly digital-first marketplace. As part of its digital evolution, TWG recognized that eCommerce strategies could no longer be isolated but needed to be integrated within a broader omnichannel marketing approach. This shift required efficient content creation, scalable processes, and a partner who could support their small team in managing the demands of a complex, multi-retailer environment.

Challenges:

1. Establishing Digital Growth: Historically, TWG’s focus had been on traditional retail, with digital commerce remaining a secondary consideration. Now, the company needed to scale its digital efforts and build a robust eCommerce strategy to meet retailer requirements and drive growth in a space where they had limited expertise.
2. Content at Scale for 10+ Retailers: With hundreds of SKUs across 10+ channels and a diverse portfolio of brands, delivering tailored content for each product across numerous retailers’ digital shelves was a significant challenge. Newer brands, in particular, did not receive the same level of investment as flagship brands, making it even more critical to optimize resources and ensure content was delivered efficiently.
3. Retailer-Specific Requirements: Different retailers have varying digital requirements, including product pages, enhanced content, mobile heroes, and below-the-fold assets. Meeting these demands on time was crucial, as delays could lead to missed sales opportunities.
4. Team Capacity: TWG’s eCommerce team was small, and managing multiple partnerships with different content creation tools would have been overwhelming. They needed a partner that could consolidate the tech stack, eliminating the need to learn and manage ten different platforms.
5. Seasonal Opportunities: TWG’s eCommerce and Brand teams wanted to refresh content to engage shoppers around seasonal moments but needed a more scalable way to quickly create content that’s effective in a turnkey way.

“With It’sRapid, we’re able to create content across hundreds of products quickly and efficiently, scale across dozens of retailer design formats and improve our content health scores, all within a single unified content creation solution.”

– Andrew Groom, Sr. Director of Digital Marketing and E-Commerce

Solution:

TWG partnered with It’sRapid to address these challenges by leveraging automation for content creation, digital asset management, and syndication. It’sRapid allowed them to scale content production, meet digital requirements for multiple retailers, and rapidly implement changes as they evolved.

Key features that contributed to TWG’s success included:

• User-Friendly Interface: With a low learning curve, It’sRapid allowed TWG’s team to get up to speed quickly without requiring extensive training.
• Content Creation at Scale: The platform enabled them to manage hundreds of SKUs, streamline the process of producing digital assets, and meet retailer requirements across multiple channels.
• Template-Based Asset Production: It’sRapid’s robust template functionality allowed TWG to accelerate the process of creating retailer-specific content, enabling the team to meet varying digital specifications quickly without sacrificing consistency.

Use Cases:

1. Private Label Development: For TWG’s private-label brands, which often start with minimal marketing and content assets, It’sRapid not only helped create and launch digital content from day one but also enabled the team to quickly iterate on content as these brands evolved. This flexibility allowed TWG to meet retailer requirements and scale their digital presence efficiently, even from the brand’s inception.
2. Portfolio Management: Given TWG’s diverse portfolio, It’sRapid helped ensure that all products were represented on the digital shelf. From Retail Media banners and Product Detail Page (PDP) content to Mobile Ready Hero Images and below-the-fold assets, It’sRapid allowed the team to centralize and streamline digital content creation, improving consistency across retailer channels.
3. Project-Based Campaigns: For specific digital retail media campaigns, TWG needed to create a variety of assets quickly, including social media content, display ads, and banner creatives. It’sRapid’s templated approach allowed the team to generate multiple versions of the same asset, meeting retailer specs and requirements while maintaining consistency across all assets.
4. Innovation: For upcoming product launches, TWG often faced the challenge of needing to provide content to retailers at least six weeks before the physical product was even available to them. With It’sRapid, TWG was able to generate digital assets for upcoming products before they were available for photography, and without a finalized brand playbook, ensuring these items were shoppable the moment they hit the digital shelf.

Adoption and Training:

TWG’s experience with It’sRapid was supported by comprehensive training and support from the It’sRapid team. The adoption process was smooth, with brand and marketing teams quickly recognizing the value of the platform. Internal power users were identified to champion the platform, ensuring the tool was used to its full potential. The ability to scale across brand teams and rapidly deploy content also contributed to the platform’s adoption.

“While brand consistency remains paramount, the real value of It’sRapid lies in its ability to help TWG stay nimble. With the digital landscape constantly evolving, the platform enabled us to quickly adapt to changes and produce the right content at the right time.”

– Jack Slattery, Director of E-Commerce and Digital Marketing

Key Learnings:

1. Efficiency and Scale: While brand consistency remains paramount, the real value of It’sRapid lies in its ability to help TWG stay nimble. With the digital landscape constantly evolving, the platform enabled them to quickly adapt to changes and produce the right content at the right time.
2. Internal Advocacy: Identifying and empowering internal power users has been critical to ensuring the platform is used effectively. 
3. The Future of AI: As AI-driven tools evolve, TWG leadership sees immense potential in leveraging these innovations to further automate content generation, predict retailer content needs, and reduce manual effort, allowing the team to focus on high-impact strategies.

Results and Wins:

1. Fast Execution: Within the first few months, TWG successfully implemented multiple templates across major brands. The team was able to hit the ground running and deliver content at scale across multiple digital retailer platforms.
2. Faster Time-to-Market for Innovation: TWG was able to launch new products more rapidly, with digital assets and content ready even before physical products were available. This has been critical for new brand launches and has helped bridge the gap between STR (Ship-to-Retailer) dates and digital shelf readiness.
3. Improved Retailer Content Scores: Two years ago, TWG’s content scores with retailer partners were below average. With It’sRapid, the team was able to address content gaps and improve scores significantly, moving from C and D to A and B levels within a month of adopting the platform.
4. Syndication and Compliance: It’sRapid’s integration with retailer syndication partners allowed TWG to stay on top of constantly changing requirements. By continually evolving templates and filling in content gaps, the team ensured their products were compliant and shoppable at all times.